Browsing by Author "Mäkelä, Emma"

The study was conducted in 2013 and consists of diaries and interviews. A total of nine informants kept a diary for 12 months, in which they wrote all clothing and footwear purchases, prices, places of the purchase and the reasons of the purchase. Afterwards informants were interviewed by a stimulated recall method with help of diaries. The data of this study consists of informants' diaries and one-to-one interviews. Informants' purchases are presented in a tabular form by numbers of purchased pieces, separating impulse, demand-driven and discount purchases. The purpose of the diaries in this study was to find out what was purchased during one year, why and how much informants used money to buy clothing, and finally compare the results with similar studies of Statistics Finland. The most interesting finding was the average price of clothing, which varied between informants quite a lot. Informants made more impulse than demand-driven purchases, but most of the purchases were made on discount. Informants left un-recognized, whether the reason of a purchase was impulse or demand-driven if the product was on discount. However, with the notes of the diaries one can conclude that the discount purchases were often impulse purchases, which increases the percentage of impulse buying much larger. The aim of the interviews was to find out what is the criteria for successful purchase and how would a piece of clothing domesticate well. A transaction is an interesting subject of research, because buying combines both need and feeling. Purchase gives a short-term positive emotional feeling, which doesn't effect on the domestication of clothing. Product affection varies with personalities. Some appreciate the appearance of clothing and it is the most important criteria of buying. Others appreciate the quality or comfort. In this study, ease, versatility and quality were the most important factors increasing product affection.